Chef's Toys

ADVERTISING STRATEGY & DESIGN

Chef's Toys Annual 3-Day Sale

The primary goal was to increase sales during the 3-Day Sale event at Chef's Toys stores. The campaign was deemed successful with positive results. This project's multichannel campaign spanned a wide range of platforms, including display ads, video ads, direct mail, social media, and a landing page, ensuring consistent and impactful brand representation across every channel with high Average Order Values (AOV) for e-commerce metrics.

Target Audience:

• Restaurant owners, chefs, and restaurant managers in California who purchase equipment and supplies.

Campaign Strategy:

• Multichannel Approach: Utilized display ads, video ads, direct mail, social media, and a landing page to ensure consistent brand representation and drive traffic.

• Video and Display Ads: Created both English and Spanish versions to cater to a diverse audience. The theme emphasized Chef's Toys as a one-stop shop for all restaurant supply needs during the sale.

• Direct Mail: Sent postcards with a QR code to restaurants in California, directing recipients to the landing page.

• Landing Page: Provided detailed information about the sale and store locations, serving as the central hub for the campaign.

• Retargeting Strategy: Implemented retargeting ads to engage visitors who accessed the landing page, maintaining brand presence during their online browsing.

Creative Assets:

• Video Editing: Edited raw footage to create 15 and 30-second ads using Adobe Premiere, ensuring a smooth user experience with appropriate music and subtext.

• Artwork Updates: Updated artwork with new sales dates and larger text using Adobe Illustrator.

Key Learnings:

• The importance of coordinating across multiple channels to create a seamless and impactful customer journey.

• The effectiveness of using multilingual content to reach a broader audience.

30-second Commercial Ad

15-second Commercial Ad

Responsible for editing raw video footage to time for programmatic advertising strategies of exactly 15 and 30 seconds in length. Used Adobe Premiere for color and video editing. Updated new music to ensure a smooth user experience, added the QR code, and subtext. Output in English and Spanish.

Valyr Equipment

ADVERTISING STRATEGY & DESIGN

Multi-Channel Marketing Campaign for Kitchen Equipment Brand

The primary goal was to enhance brand awareness for a new line of kitchen equipment and to boost sales by driving foot traffic to physical store locations.

Objectives:

• Increase foot traffic to stores by incentivizing visits with a promotional gift (a free mug with the company logo).

• Coordinate a synchronized launch of display ads and postcard mailings to maximize impact.

Role: As the strategist for the multi-channel marketing campaign, I was responsible for designing display ads and the landing page. I collaborated with a designer for the postcard design, an editor for the landing page copywriting, and outsourced setting up the programmatic display ads targeting campaign.

Key Challenges:

• Synchronizing the postcard delivery with the advertising launch while coordinating with store inventory arrivals.

• Ensuring effective geo-targeting by working with a programmatic advertising company to reach restaurant owners and managers in the Chicagoland area.

Target User: Restaurant owners and managers located in the Chicagoland area, identified through geo-targeting research.

Research: Conducted research to understand traffic patterns and identify optimal store locations for targeted advertising. Gained insights into traffic patterns, which informed the strategic distribution of postcards to promote specific store locations.

Relevant Artifacts Produced:

• Display ads in various sizes for programmatic advertising.

• Landing page design with a sales funnel and QR code integration.

• Collaborated on the design of postcards.

Learnings from the Design Process:

• The strategic framework and design elements were well-received by the team and laid a strong foundation for the campaign's success.

• The importance of clear communication with designers, particularly regarding QR code tracking to measure campaign effectiveness.

• Gained valuable experience in coordinating complex multi-channel marketing strategies and collaborating with cross-functional teams.

The front side of the postcard was designed to arrive in mailboxes on the same day as the advertising launch. The QR code guides potential buyers to a landing page created as a sales funnel.

Once the potential buyer visits the store, as the landing page directs them to various locations, they receive a coupon voucher that the potential customers will receive once they've made a qualifying purchase.

I had the pleasure of working closely with Jessica on several projects, where we often brainstormed strategies together. Her acumen, experience, and sharp insights were invaluable in shaping successful campaigns. Jessica has a unique talent for combining creativity with data-driven approaches, always staying ahead of trends. Our collaboration was seamless, and her ability to turn complex ideas into effective, results-oriented strategies consistently impressed me. Beyond her marketing expertise, she's a supportive colleague who's always willing to share her knowledge. I highly recommend Jessica for any business looking to grow through strategic digital marketing. —Pierce Ginzburg, Head of Business Development